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Gordon Food Service Launches Refreshed Brand

Includes new logo, tagline, store name

November 10, 2014, 04:32 pm

Gordon Food Service has unveiled a new logo, tagline and name for its stores as part of the evolution of its corporate brand. The Wyoming, Mich.-based company is introducing refreshed key elements of its brand most visibly with a new logo.

“Our previous logo was a strong symbol of our brand that has served us well for over two decades,” said Jim Gordon, CEO of Gordon Food Service. “But as our business evolves, we want to make sure that our look does, too.”

With this in mind, the company maintained key elements of the previous logo, including the color red, but shifted from using the company’s acronym, GFS, to spelling out the full company name, with an emphasis on the Gordon family name.

“Leading with the Gordon name demonstrates that we’re a family business and a people-focused company, which we know is a part of our story that matters to our customers,” said Jennifer Batley, North America senior manager of customer experience. The new logo will soon appear in places like trucks, store signage and communications.

Additionally, GFS Marketplace has been renamed the Gordon Food Service Store. The shift leverages the new logo and shows the connection between the company’s broadline distribution and stores business. Gordon Food Service also has a new tagline, “Always at your table," which showcases the company’s readiness to partner with customers to help achieve their goals. “Being at our customers’ tables has been true of our organization since 1897 – and will be true for the next century, too,” said Jim Gordon.

Batley emphasized that while the company’s look has changed, customers will continue to enjoy the same products and service they count on from Gordon Food Service. “We’re confident our customers will appreciate our more modern and personal look and feel,” Batley said. “We will remain committed to delivering seamless experiences as we roll out the brand across our organization.”

Tracing its roots as a butter-and-egg delivery service, Gordon Food Service serves foodservice operators within the Midwest, Northeast, Southeast and Southwest regions of the United States and coast-to-coast in Canada. The company also operates more than 170 Gordon Food Service Store locations in the U.S., which are open to the public and which provide restaurant-quality products and knowledgeable service without a membership fee.